Analysis of four common operation positions and description of development paths

The value of working in an operations position is to better understand operations and organize work

1. Is there a future (money) in operation?

Is operations a promising position?

There is no doubt that I think operations are very promising.

Three reasons:

1. Entrepreneurial boom and Internet transformation of traditional enterprises

Now there are more and more Internet-related products and more and more new websites being built. Generally speaking, one product requires a product manager and two or three operators. In addition, many traditional companies are undergoing the Internet+ transformation, so correspondingly many operations positions will be created.

2. Internet companies have an increasing operational weight

In 2015, apart from technology and market, operations accounted for the largest proportion. Basically, it can be said that operations has become the third largest Internet position, surpassing product, design and some basic job functions.

3. There is great potential for monetization of personal brand operations

For students who know how to operate their personal brands, there is a lot of room for personal monetization in the future. In addition to affecting normal salary income, personal brand monetization can also bring some additional income.

 What is Internet Operation ?

Here I list several common Internet vertical sub-industries and explain them in a relatively simple and rough way.

Internet + Retail

Internet + Tourism

Internet + Finance

Internet + Education

Below, I will discuss with you in depth the understanding and definition of Internet operations by insiders based on some small cases from the Operations Research Society.

Let’s take the “First Anniversary of the Operations Research Society” organized this week as an example to help everyone sort out some operations work. The background of the first anniversary of the Operations Club is to enhance the reputation and brand of the Operations Research Club in the operations circle, as well as the activity of students in the Operations Research Club through such an event.

This activity is mainly divided into two parts. The first part is promotion work , and the second part is online interaction , which is to stimulate the activity of members of the Operation Research Society.

The work of these two modules can be divided into eight tasks:

1. Useful pictures and texts (picture and text communication)
2. Review of pictures and texts (seems more sentimental)
3. Audio interview (interview with some students who have joined for a long time about their feelings over the past six months)
4. Anniversary poster
5. Blessing photos (collection of blessings from Internet companies)
6. Party photos (secondary dissemination).
7. Online party ( WeChat group organizes games , singing, magic, lucky draw and other activities)
8. City party (offline birthday party)

In the above picture, each operation method corresponds to a capability, and we mainly focus on the two jobs of user operation and content operation . How do we distinguish between user operation and content operation here? It is based on the operation object. If your operation object is the user, then you are user operation. If your operation object is content, then you are content operation.

Some students may be curious, why poster design is both user operation and content operation? If you have been working in operations for a long time, you should all know that posters, pictures and texts, including soft articles, are a means of operation. So no matter whether you are user operation, content operation, event operation , or even channel operation, you will use the design methods of pictures and texts and posters. These two methods will definitely overlap. This is why everyone often feels that a lot of user operation work overlaps with content operation.

Operations are a collection of operational means based on high-quality products and services, with the goal of attracting new customers , promoting activation, conversion , and branding, with user experience as the bottom line. At the same time, positions are refined according to different operation objects.

I have always believed that operations are not a timely help, but more of a icing on the cake. Products and services are the foundation. If the product is not good, no matter how hard you operate, it will be useless. Each operation must have a corresponding operational purpose. The purpose of operating a research society is to build a brand and be active. In order to achieve this goal, we used a lot of operational means, including pictures, audio, posters and other means. It is a collection. When achieving an operational goal, it must not be a single means, but a collection. Throughout the entire process, a very important premise is to ensure user experience. The core of operation is to use a series of operational means to keep users on the product longer and even spread word-of-mouth for the product.

4.Analysis of most common operational capability requirements?

I think content operation is a very critical position in 2017 and even in 2018.

Example 1: Analysis of the job requirements for content operations at Kuaikan Comics:

1. Responsible for the formulation, promotion and data monitoring of product operation strategies to ensure the achievement of operation goals. Kuaikan Comics now has a content operation strategy that pushes content based on the gender selected by new users. This is a rather interesting content operation strategy. Content operations develop this thing, implement it through product implementation, and then monitor and analyze the improvement ratio of male and female user processes to see if it is better than the previous one-pot approach. However, this strategy must be based on the function of the product itself.

2. Optimize and iterate the content operation rules of the release page, and improve the information operation of each section. This is a regular operational content of the distribution page. The core module is the content update, content recommendation, and some content distribution and layout of the distribution page. Currently, the content distribution page of Kuaikan Comics mainly includes the latest and hottest, most liked, paid version and other content modules. This is all part of regular content editing work.

3. Maintenance and rule optimization of various lists, as well as planning of new lists .

This is a bit like the product level, it's a one-time thing. What kind of content is good content? You need to apply statistical standards to products and technologies for its likes, readings and comments.

4. Regularly plan relevant topics to ensure the planning effect of the content.

Planning a special topic is very common, and you need to keep the topic shareable. Some distribution methods include public accounts , large-scale promotion, cooperation with comic platforms, etc., to ensure the reading volume of your entire topic.

In general, the operational positions of Kuaikan Comics mainly include content operation strategy formulation, data monitoring and analysis, content theme planning, and content distribution and dissemination.

The core demands of content operations from elementary to advanced:

Level 1: content editing, content promotion, content selection, and content updating.

Second level: topic planning, content branding, and content output.

Level 3: Product-level content operations, including content strategy, data analysis , and product iteration.

Example 2: Analysis of the new media operation position requirements of Lagou.com:

1. Daily picture and text updates
2. Business cooperation docking. Partners and other new media platform resources.
3. Participate in company projects, develop promotion plans from the new media level, and ensure the implementation of the entire plan. For example, Lagou holds brand recruitment events every year, and new media operations need to provide an online communication plan from the new media level.
4. The positioning planning of the official account increases the number of fans according to the target users , improves the attention and fan activity, and interacts with fans. This is a relatively large and difficult task, especially the positioning planning of the official account. For example, when Lagou is organizing an event, it will think more specifically about whether this event is to attract operations people, technical people, or product people. This is something that needs to be considered.
5. Keep up with the development trends of new media and pay long-term attention to benchmark new media. A task of competitive product analysis .
6. Strong ability to withstand pressure.

To work in new media, one needs to have strong stress resistance.

In general, Lagou.com's new media operations require the ability to update graphic content, business cooperation, and promotion plan development, as well as the ability to follow up on competing products and hot topics.

New media operation is a position that is easy to get into but very difficult to do well. When doing new media operation, you often feel like you are operating a product and have to do everything, including editing, event planning , copywriting , business cooperation, following hot topics, and some new media even have to develop products and interact with users. Therefore, if students in new media operations want to do well, they are required to have very strong comprehensive abilities.

Example 3. Analysis of the requirements for the Autohome event planning position:

1. Write your activity plan based on the department plan.

An overall plan for an event needs to be planned.

2. Coordinate resources among various departments, implement various activity plans, test project execution and complete activity summaries. Execution of activities.
3. Responsible for the writing of activities and related documents and copywriting, and proposing plans and programs for the implementation of activities. Event planning skills.
4. Explore user needs, improve product-related data through operations, track and analyze data, and continuously optimize activity plans. Data analysis work.
5. Have your own ideas and insights on user retention and activation. The core operation object of this event planning should be the user.

In general, the core capabilities required for Autohome ’s event planning are event execution capability, copywriting capability, event planning capability, ability to explore user needs, and data analysis capability. There are several ways to explore user needs, including data analysis and user research.

Example 4. Analysis of Zhihu user operation job requirements:

1. Develop and implement growth and expansion strategies for Zhihu Live’s off-site speakers. How do you understand this expansion strategy? Either pilot one by one, or invite in bulk with some organizations, or plan an event for recruitment. These are the promotion strategies , and the effect is the number of users recruited.
2. Responsible for the establishment and maintenance of the lecturer team management system, and the life cycle processes and management. Simply put, it is to create a WeChat group, find some lecturers to add to the group, build some rules and gameplay of the WeChat group, show more sharing courses, interact, and develop some courses based on hot topics.
3. Collect and analyze user behavior data and user feedback suggestions, and provide improvement suggestions for products and operations. It refers to collecting some display product demands.

In general, the core requirements of Zhihu Live content operation positions are guest resource communication skills, guest maintenance skills, and user research skills.

What have I experienced from a monthly salary of 3,000 to 30,000?

My current salary income structure is 40% from salary, 40% from consulting, and 20% from training. This is what I just said at the beginning, operations is a promising position. Because when you do it well, your extra income will be higher than your salary income.

Although I have graduated for less than three years, I have been working in operations for a very long time. When I was a sophomore, I worked as a campus ambassador for Baidu Maps and Baidu Encyclopedia . I went to Baidu for an internship during the summer vacation of my junior year. I was confident that I could get into Baidu, but I failed the interview. I also failed the interviews of Tencent and Alibaba. Actually, I was very lucky at that time and unexpectedly went to Xiaohongshu . This is my experience of getting started in operations.

I learned a lot of work skills on Xiaohongshu, including SU optimization, soft articles, activities, promotion, ASO , fan promotion, Baidu promotion, etc. This is also the second stage of learning operations. After getting started, you may go through a very painful period of learning operations skills. This pain is a stage that an operator must go through.

Later, I went to Baidu Tieba to do content operations. When I first arrived at Tieba, the work was extremely painful. Later, I was lucky enough to take over a project, which is now the homepage of a Tieba client. Based on this project, I organized the very miscellaneous work I had done in the previous few months, including content branding, user brand packaging, event planning, etc., into the operation of one function, and the whole work became very systematic. In addition to content operations, I was also responsible for new content product operations, which was the overall product content positioning, content update planning, content online promotion, content data analysis, and functional iteration optimization. This process enabled me to develop my core competitiveness and expertise in content operations. My experience is that every operator must have his or her own expertise after two years, and this expertise is a core point that can help you earn extra income.

The next step is to become an operating partner in a startup company. At this point, you will basically be able to think about your overall operations from a higher level. Basically, as long as you thoroughly operate in one direction, there will be no problem whether it is users, event planning or channels. This is the core point.

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This article was compiled and published by @操作鹤手(Qinggua Media) by the author @操作鹤手. Please indicate the author information and source when reprinting!